James Kilts, 49, exec VP of Kraft Foods charged with overseeing both North American and international operations, resigned abruptly last week. Kraft Chairman-CEO Robert Morrison and Kraft International President-CEO John Bowlin now will report directly to Philip Morris Cos. Chairman-CEO Geoffrey Bible. The Kraft slot won't be filled.

Pat Rogge, president of Rogge Effler & Partners, Santa Monica, Calif., has left the troubled Dentsu-owned agency and is expected to take a new post with another Los Angeles shop. His departure is expected to prompt a renaming of the agency, which has gone through five names in eight years. Meanwhile, Rick Colby, vice chairman-creative director at Lois/EJL, Los Angeles, said he is likely to join Rogge Effler, "but it is not a done deal." Mr. Colby said he has decided to leave Lois/EJL but also is considering opening his own agency. Chairman Don Effler wasn't available for comment.

Frankel & Co. said it will delay until 1998 plans to take the agency public. Last September, the Chicago-based promotion specialist said it was weighing a public offering to raise funds for expansion. Frankel, which said its revenue grew 40% to $66.5 million in 1996, cited stock market conditions for delaying the IPO.

Long John Silver's has awarded the creative leg of its $60 million account to Jordan, McGrath, Case & Taylor, New York, which handled the chain in the late 1970s, and media buying to Western International Media, Los Angeles. Temerlin McClain, Dallas, previously handled the account. The same day, however, Quaker Oats Co. moved $40 million of its cereal business to Foote, Cone & Belding, Chicago, from Jordan McGrath. Quaker oatmeal, Instant Quaker Oatmeal, Life and Quaker 100% Natural are moving; FCB already handles Cap'n Crunch, Quaker bagged cereals, Quaker Toasted Oatmeal and Quick 'n Hearty microwave oatmeal, spending about $100 million. This brings FCB's total Quaker business to $200 million, including Gatorade and Snapple. Jordan McGrath retains media buying for beverages. Quaker said it will also hold a review for its Aunt Jemima pancake mix and syrups, now at Jordan McGrath.

Avon Products promoted six to new exec VP positions. Andrea Jung was named exec VP and president-global marketing and new business, from senior VP and president-global marketing. Ms. Jung was one of Advertising Age's "25 Women to Watch" (AA, Feb. 3). Other promotions include: Christina Gold to exec VP-global direct-selling development from exec VP and president-U.S., succeeded by Susan J. Kropf from senior VP and president-new/emerging markets; Fernando Lezama to exec VP and president-Mexico, Central and South America, from senior VP; Alfredo Cuello to exec VP and president-Europe, from senior VP; and Jose Ferreira Jr., to exec VP and president-Asia Pacific from senior VP.

General Motors' Oldsmobile division said Leo Burnett USA, Chicago, would have an increased workload on its national account, including Hispanic marketing. Olds named E. Morris Communications, Chicago, as its African-American agency of record after a review that initially was for all diversity consumers. Burrell Communications, Chicago, dropped out of that review. The other contenders were Caroline Jones and Chisholm-Mingo Group, both New York. Olds also named Bronner Slosberg Humphrey, Boston, its agency of record for relationship marketing. Olds had let Roberts & Russell, Knoxville, Tenn., one of its select regional dealer group shops, do two national spots.

Aames Financial Corp. is expected to move its estimated $25 million to $30 million account to Foote, Cone & Belding, San Francisco, following a review that included Cohen/Johnson and DDB Direct, both Los Angeles. The company has been handling advertising on a project basis.